نقش نسبی بازاریابی شبکه‌های اجتماعی در نگرش به مصرف کالای ورزشی ایرانی با میانجیگری پاسخ مشتری

نوع مقاله : مقاله پژوهشی

نویسندگان

1 کارشناسی ارشد، مدیریت ورزشی، دانشکدة علوم ورزشی، دانشگاه شهید باهنر کرمان، کرمان، ایران.

2 دانشیار، مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه شهید باهنر کرمان، کرمان، ایران.

3 استاد، مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه شهید باهنر کرمان، کرمان، ایران.

چکیده

هدف از پژوهش حاضر بررسی نقش نسبی بازاریابی شبکه‌های اجتماعی در نگرش به مصرف کالای ورزشی ایرانی با میانجیگری پاسخ مشتری بود. این مطالعه یک پژوهش پیمایشی از انواع کاربردی بوده که به‌شکل میدانی انجام گرفت. جامعة آماری این پژوهش را مشتریان کالاهای ورزشی شهر کرمان تشکیل داده‌اند. 385 نفر از مشتریان بر اساس فرمول تعیین حجم نمونه در روش مدلیابی معادلات ساختاری و با استفاده از روش نمونه‌گیری هدفمند به‌عنوان نمونه آماری انتخاب شدند. ابزار گردآوری داده‌ها با اقتباس از سه پرسشنامه طراحی شد که شامل پرسشنامة بازاریابی شبکه‌های اجتماعی کیم و کو (2012)، پرسشنامة نگرش به مصرف کالای ایرانی بهمنی (2012) و پرسشنامة پاسخ مشتری گلشنی (2018) بودند. از روایی سازه، صوری و محتوا برای تأیید روایی ابزار و از آلفای کرونباخ جهت ارزیابی پایایی ابزار استفاده گردید. برای آزمون فرضیه‌ها از روش الگویابی معادلات ساختاری با استفاده از نرم افزارهای SPSS و LISREL8.8 استفاده شد. نتایج نشان داد بازاریابی شبکه‌های اجتماعی بر پاسخ مشتری و نگرش به مصرف کالای ورزشی ایرانی تأثیر مثبت و معناداری داشته و پاسخ مشتری نیز بر نگرش به مصرف کالای ایرانی تأثیرگذار بوده است. همچنین نتایج پژوهش حاکی از آن بود بازاریابی شبکه‌های اجتماعی هم به‌صورت مستقیم و هم از طریق متغیر میانجی پاسخ مشتری بر نگرش به مصرف کالای ورزشی ایرانی تأثیر مثبت و معناداری دارد. شاخص‌های برازش نیز حاکی از روایی و برازش مطلوب مدل پژوهش بوده است.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The Partial Role of Social Network Marketing on the Attitude toward Consumption of Iranian Sports Goods with the Mediating Role of Customer Response

نویسندگان [English]

  • Arman Parzivand 1
  • Akbar Jaberi 2
  • Koorosh Ghahreman Tabrizi 3
1 M.Sc. Department of Sport Management, Faculty of Sport Sciences, Shahid Bahonar University of Kerman, Kerman, Iran.
2 Associate Prof. Department of Sport Management, Faculty of Sport Sciences, Shahid Bahonar University of Kerman, Kerman, Iran
3 Prof. Department of Sport Management, Faculty of Sport Sciences, Shahid Bahonar University of Kerman, Kerman, Iran.
چکیده [English]

The aim of the current research was to investigate the partial role of social network marketing on the attitude towards the consumption of Iranian sports goods with the mediating role of customer response. The research was a survey and a practical study that was conducted in the field. The research population included customers of sporting goods in Kerman. 385 customers were selected through purposive sampling based on the SEM formula for estimating sample size. The data collection tool was designed based on adopting three questionnaires, which included Kim & Ko (2012) social network marketing questionnaire (2014), Iranian product consumption attitude questionnaire of Bahmani (2013), and Golshani's customer response questionnaire (2017). The stuctrual, face, and content validity were used for confirming the tools’ validity; and the reliability of the tools was measured using Cronbach's alpha. To test the hypotheses, structural equation modeling method was used using SPSS and LISREL8.8 software. The results of the research showed that social network marketing had a positive and significant effect on the customer's response and attitude towards the consumption of Iranian sports goods, and the customer's response also had an impact on the attitude towards the consumption of Iranian sports goods. Moreover, the results of the research indicated that social network marketing had a positive and significant effect on the attitude towards the consumption of Iranian sports goods, both directly and indirectly via the mediating role of customer response. The fitness indices also demonstrated the validity and good fitness of the research model.

کلیدواژه‌ها [English]

  • Customer response
  • Iranian sports goods
  • Social networks
  • Sport market

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